The truck stop theory of selling

A friend and I hiked the beautiful McDowell Mountains here in 80 degree Scottsdale,AZ, Saturday, and after our 5 miles of exercise and our daily Judo Classes, we decided to blow it all by going for Mexican food. We needed a place close to where we were for lunch since we were going in opposite directions to get home.

While looking we ran into a sporting goods store that had some very interesting looking gear. The scooters grabbed our attention. The staff was very helpful and they were telling us about how many of the best scooters for adults are either push, electric or kick. We didn’t even know there were several different kinds! Only the kick one you usually see. It was very interesting. Eventually the hunger got the better of us, and we moved on to continue looking for a place to get lunch.

Because we weren’t familiar with the area, or the restaurants there, the only thing we could go by – the only guide we had to help with our Mexican restaurant decision – was by how many cars were in the parking lot of the restaurant. If others who presumably knew the area were eating there, it had to be good.

Haven’t you ever done that? Checked out a new restaurant and left because no one else was eating there, or went to a movie and thought it probably wasn’t any good because you and only 4 other people were waiting for it to start? We base decisions on what others think and do and say.

I wasn’t surprised then to read about the study that marketing expert, Colleen Szot, conducted and discussed in Yes 50 Scientifically Proven Ways to be Persuasive. By changing wording in an infomercial from “Operators are standing by” to “if operators are busy, please call again,” sales rose significantly. Why? The word changes made the item seem popular, like everyone would be calling and you’d be lucky to get through.

The very first time a client called to book me (really, the first!), one I had pursued and pursued and pursued, when she finally said those golden words, “are you available?” I said, “I’ll have to check my calendar.” Check my calendar? I did and it was empty. Entirely. But the sense that others were also buying is like an aphrodisiac to new buyers.

It’s like my daddy said, if the truckers are eating there, the food has to be good.